Amazon Advertising Reporting 2025 Upgrade 🚨
Gone are the days of piecing together performance from a PPC dashboard and a business report.

With Amazon’s latest reporting rollouts, brands can finally take a top-down approach to their business.

Zooming out to the category level for a holistic view, then drilling down with precision to understand what’s actually moving the needle.

Transparency is no longer a nice-to-have. It's becoming Amazon’s baseline.

A few of my favorite views and reports ⬇️

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🔶 Insights and Planning | Brand Metrics

How many customers were in my category?
Has there been a change in traffic or intent in the overall category?

How many of those customers viewed my brand compared to the category?
How many of those customers converted on my brand compared to the category?


🔶 Customer Journey Analytics

Once customers are made aware of my brand, how are they navigating the customer funnel?

Is there a drop-off once they view my PDP? Could this point to an issue with my listing? Or maybe a high price point, which would be an indicator of needing more video support, and retargeting initiatives?

🔶 Search Query Performance Report | ASIN

Let’s drill down to the ASIN level next.
If you aggregate the data, we can see whether or not there has been a chance in customer intent on the ASIN level by pulling cumulative search term data over a set timeframe.

How is my ASIN converting on my top terms compared to the category?

Am I getting as many
Should I improve my PDP before investment?


🔶 Search Query Performance Report | Search Term

Let’s drill down to the ASIN and Search Term level next.

What does my brand share look like on my top search terms? Do I have an opportunity to increase investment?

How am I converting on my top terms compared to the category?
Do I have an opportunity to increase investment due to a higher than category CVR?
Can I identify areas of investment due to low brand share?